Lounges Increase Face Time in Trade Show Exhibits

An in-exhibit lounge increases face time with prospects and customers. Think small tables that create a relaxed, less-rushed opportunity for conversation.

It’s less private than an enclosed conference room, but it enables you to fit more conversation areas into the same amount of space.

Is this exhibit marketing solution right for you?

• Yes—when you want to increase visitor dwell time and start building a relationship.

• No—when you want to process as many total people through your exhibit as quickly as possible.

• Yes—when a large part of your offering is your service.

• Yes—when your product is extremely customized and you need to delve into your customer’s needs before you can start to make recommendations.

• No—if you don’t have enough staff to engage in lounge conversations without missing—or ignoring—other prospects walking by.

• Yes—if your presentation can be supported via hand-held device or without device support.

Closing the Perception Gap

If the way your company wants to be perceived differs from the way you are perceived—you have a gap.

When we design exhibits, we go out of our way to help you narrow that gap. Here are some of the techniques our design team uses:

Approachability

Nothing says “Come on in!” like an open access and wide visual sight lines. Example: we made sure visitors could see into—and across—the Thomson Reuters exhibit from virtually any point along the exhibit’s perimeter.

Caring and relationship building

Lower ceilings increase conversational intimacy. It doesn’t have to be a full ceiling. Spots or ribbons of fabric overhead—such as in the Sysmex exhibit—achieve this really cost-effectively.

Exclusivity

Make your exhibit into a club everyone wants to join by enclosing the perimeter. Greet and check in your visitors. Make the experience worth their time.  (Colgate’s theater area achieves this nicely.)

Flexibility

Create open areas that stimulate conversation. Toss out the rigid visitor experience map and let the conversation guide flow of the visit…

What design techniques have helped you close the gap in your exhibit?

JEFF BARTLE 

Chief Creative Officer

WALK THE WALK

If you say you are hip—you’ve gotta be hip. That’s what it takes to be REAL Authentic.

Blackboard Mobile is a great example. Swooping walls, dynamic curves, swooshes of light. Everything about Blackboard Mobile’s exhibit speaks to what the company is: a provider of online education platforms that perform just as well from a Blackberry as they do on a MacBook.

From the carpet inlay to the upholstered benches to the sleek demo stands—everything about the exhibit reinforces the message: a technology leader lives here. It’s not a super-big exhibit or a super-large budget one. Just a small space with a lot of thought behind every detail.

How do you use design to reiterate your brand image?

Hope you are having a great week.

Nicole

Trade show giveaways: How to make yours worthwhile

Trade show giveaways have been a staple in our industry for many years. Attendees have come accustomed to receiving something for visiting your exhibit space. If developed with the end goal in mind to obtain measurable results, they provide attendees with a lasting reminder of your company long after they leave your space on the trade show floor – if they strategically encapsulate a memorable message about your company. The reality is that in the trade show industry a brand attempts to make their company memorable in the minds of attendees through many tactics that should all be intrinsically linked to the overarching show goals for that show. Providing attendees tangible items such as giveaways is one of these tactics.

Picking the right exhibit house

Simply stated, not all exhibiting companies are the same. Choosing the right trade show exhibit house to work with can go a long way in achieving success at your next event.